Definition

Brand impersonation is the fraudulent use of a legitimate brand’s visual identity, name or voice by a third party to deceive customers, partners or employees. It surfaces across many channels: fake websites, fake social accounts, fake mobile apps, fake support, fake LinkedIn profiles.

Common vectors

• Fake accounts on Instagram, X, TikTok, Facebook, LinkedIn
• Domains via cybersquatting or combosquatting
• Fake SMS and phishing campaigns
• Fake recruiter profiles offering scam job ads
• Deepfake videos and synthetic voices imitating executives

How to respond

• Continuous multi-channel monitoring (web, social, apps, AI)
• Pre-established reporting and takedown procedures with each platform
• Coordination with authorities for large-scale scams
• Centralise evidence in an IP management tool
• Proactive customer communication on official channels